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Our Bureau

Bangalore, Feb. 21

British Biologicals announced on Thursday the launch of cholesterol-reducing nutrition support using an Austrian company’s ingredient, Benecol a natural plant extract. Introduced under the brand name Colred Benecol, the new product is expected to contribute two per cent initially to the overall turnover of the Rs 120-crore company.

Mr V.S. Reddy, Managing Director of British Biologicals, told the media here that Colred Benecol did not require a doctor’s prescription. However, he said, it would be advisable for patients with high cholesterol count to consult a cardiologist.

Claiming it would have no side-effects, unlike the chemical-based statins, Colred will be an ideal nutritional product that could tackle the cholesterol problem naturally.

He said under a partnership arrangement with Raisio Nutrition Ltd, the €400- million companies with allied nutritional products and ingredients for pharma companies using natural products, British Biologicals would be producing Colred Benecol, and marketing in India.

Raisio markets the same product under its own brand name Benecol in the European and US market.

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